The success or failure of any marketing campaign comes down primarily to two things.
- Who you are advertising to
- The offer that you present them
In this article we will examine number one.
In the Marketing world we call this target audience selection.
So how do you select the correct Target audience?
It starts by considering who is most likely to buy.
We categorise this in relation to a Spectrum there we call market awareness starting with those that are least aware and therefore least likely to buy, leading up to those that are most aware and therefore most likely to buy.
The majority of businesses the best customers are those that you already have.
followed closely by those who are brought up similar to service.
Then those that are looking for solutions to problems,
and finally those who have a problem with unaware of what the solution is.
Typically as we move from those least aware to those that are most aware the audience size and gets smaller and smaller.
But with the smaller audience sizes comes the ability to convert them into customers with greater ease.
To learn more about market awareness I highly recommend that you read a book titled “Breakthrough Advertising” by the late great Eugene Schwartz.
In my next post we’ll be discussing how to communicate with those at different levels of market awareness.